You’re a small recruiting agency, and you’re looking to attract more attention. You have a marketing budget, but you don’t have a big enough one to hire your own marketing team yet.
What’s an up-and-coming agency to do?
Hire a freelance copywriter. The right freelancer can do pretty much anything a marketing team can do, but on a case-by-case basis, allowing you to control costs much more effectively.
Let’s take a look at the benefits of hiring a freelance copywriter to help your company out:
1. Retain More Clients
You don’t need me to tell you it’s easier to retain or upsell an existing client than it is to acquire a new one. Existing clients already know your organization, they know what to expect from you, and most importantly, they have already spent money on your services. Even if they don’t need you now, they’re ready and willing to work with you again in the future.
All you need to do is keep the lines of communication open. That can be hard for a busy business owner to do, but a good copywriter can help you out.
How? One way is by putting out a weekly or biweekly newsletter. Fill it up with useful information for your clients and include a little invitation to reach out if they need your services. This keeps you at the top of your clients’ minds, so you’ll be the first to hear from them when they need a recruiter again.
2. Increase Website Traffic
Your website is one of the most effective advertising spaces you have, if it’s used correctly. Investing in search engine optimization (SEO) isn’t as sexy as Google or social media advertising, but in the long run, it’s a much more effective way to cultivate authority in your field and build a sustainable flow of traffic.
The right writer can come up with an advertising plan that drives traffic from social media and search engines in the short run, and they’ll back that up with a content plan that targets all the right keywords in the long term.
Now, higher traffic doesn’t necessarily equal more business. That’s why targeting your ads and SEO keyword choices is so important. However, a writer can generate a stream of targeted traffic to your site, which puts you in a better position to win more business.
3. Drive More Clients and Leads
All the traffic in the world won’t make a bit of difference if that traffic doesn’t choose to take action. The whole point of driving traffic to your site is to get qualified visitors to either pick up the phone or give you their email addresses for future contact.
Properly speaking, optimizing your site is a job for both a writer and a designer, but today we’re only focused on the writing aspect of things. Smart web copy can introduce visitors to your brand, let them know what you can do for them, and inspire them to take action. A well-done website can be a steady source of hot leads ready to buy. All it takes is the right words.
4. Differentiate Your Brand
Some people think all recruiting agencies are the same. There was a time when even your best clients had no idea who you were or what your business was about. That’s why it’s so important for you to set yourself apart from the herd as a uniquely valuable agency.
The concept of branding can sound awfully esoteric, but in the end, all it really means is sending consistent messages that reinforce the idea that your service is good.
You know what you’re doing, you stand behind your business, and you know you can serve clients better than the competition. Branding is about making sure your prospects know all of this, too. You would be amazed how well clear communication can serve as a differentiator. Not many businesses are brave enough to communicate clearly these days!
5. Become a Thought Leader
The term “thought leader” may cause some of you to roll your eyes, and it’s not my favorite term, either, but it gets the point across. A good writer can help you build authority in the industry by producing engaging, informational content.
This type of content can take the form of blog posts that educate readers on topics relevant to your industry and your specific offerings. Over time, you can build a small library of posts that cover pretty much every aspect of your business.
You may wonder who would bother to read all those posts, but the truth is the people most interested in buying from you will be very willing to read every word. When your target customers see that your website is a source of genuinely useful content, they’ll trust you more and be more willing to contact you when they need a recruiter.
Taken separately, all these services drive immediate growth in the here and now. Taken together, they help your business grow consistently over the long term.
You don’t have to hire your own marketing team to turn your website into a source of quality leads. With a good freelance writer, you can gradually build up the systems that turn your online presence into an engine for growth — until, eventually, you grow large enough to finally hire that marketing team.
Geofrey Crow is a freelance copywriter who specializes in helping recruiting agencies build relationships with clients and candidates.